Brands and brand management : contemporary research perspectives / [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston.
Material type: TextSeries: Marketing and consumer psychology seriesPublisher: New York : Routledge, [2010]Copyright date: ©2010Description: xxviii, 311 pages, 4 unnumbered pages of plates : illustrations (some colour) ; 24 cmContent type:- text
- unmediated
- volume
- 1841697591
- 9781841697598
- 658.827 22
- HF5415.1255 .B73 2010
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 BRA (Browse shelf(Opens below)) | 1 | Available | A457594B |
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658.827 BRA Brand management / | 658.827 BRA Brand management / | 658.827 BRA Brand management / | 658.827 BRA Brands and brand management : contemporary research perspectives / | 658.827 BRA Brand bible : the complete guide to building, designing, and sustaining brands / | 658.827 BRU Brand enigma : decoding the secrets of your brand / | 658.827 BUC Brand engagement : how employees make or break brands / |
Includes bibliographical references and index.
Foreword / K. Keller -- Series Foreword / C. Haugtvedt -- Preface / B. Loken, R. Ahluwalia, M.J. Houston -- Part 1. Overview -- The Science of Branding: Introductory Chapter / B. Loken, R. Ahluwalia, M.J. Houston -- Part 2. Managing and Leveraging Brands -- Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / B. Loken, C. Joiner, M.J. Houston -- Brand Alliances / A. Rao -- Traveling the Paths to Brand Loyalty / R. Ahluwalia, A. Kaikati -- Branding and Corporate Social Responsibility / Z. Gurhan-Canli, A. Fries -- Part 3. Cultural, Sociological, and Global Branding Perspectives -- Cultural Symbolism of Brands / C. Torelli, H.T. Keh, C. Chiu -- Towards a Sociological Model of Brands / T.C. O'Guinn, A.M. Muniz, Jr -- Part 4. New Directions in Measurement of Brand Equity -- Measuring Brand Equity: The Marketing Surplus and Efficiency / C.W. Park, D.J. MacInnis, X. Dreze, J. Lee -- Revisiting the Customer Value Proposition: The Power of Brand Emotion / B. Shiv, A. Bechara -- Utility-Based Models of Brand Equity / T. Erdem, J. Swait -- Part 5. Protecting Brands -- When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution / B. Loken, D. Roedder John -- Brands and Trademarks: The Legal Implications of Branding / S. Baird.
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